“The Nation Stands Behind You”: Mobilizing Social Support on 38pitches.com

This research explored social support expressions to and for Boston Red Sox pitcher, Curt Schilling, in response to troubling events he disclosed on his blog, www.38pitches.com. An interpretive analysis of 514 comments posted by blog readers to Schilling's blog entries was conducted. The analysis revealed that, via their supportive postings, blog readers emerged as a mobilized support group who authenticated Schilling's identity as a sports media critic and active sports media participant while also cementing his legacy in Red Sox culture. The analysis suggests that blogs possess valuable public relations utility for professional athletes, particularly for those who have combative relationships with sports journalists, as social support is covertly obtained, enabling professional athletes to preserve “face” while simultaneously garnering support for their views.